Introduction

The Indian food and beverage sector is huge and highly

competitive in nature

Snack is one of the major segments of the packaged food
division, which comes under the broad category consumer
foods

The market has strong growth potential in the future years

Keeping all these factors in mind, we are coming up with a
new brand of chips and wafers to cater to the taste buds of
snack loving people in India.



Market Research

How often people buy chips
0
2
4
6
8
10
12
14
Very Often
Often
Rarely
Never
0%
65%
30%
5%
Flavors people prefer the most
0
1
2
3
4
5
6
7
8
Plain Salted
Masala
Masti
Cream N
Onion
Lime N
Chilly
Tangy
Tomato
25%
20%
40%
10%
5%
Preferred forms of Uncle chips
0
2
4
6
8
10
12
14
Cheese Balls
Banana Chips
Namkeen
65%
15%
20%
Baked or Fried
Fried
Baked 70%
30%
Place were people purchase chips
65% 5%
30%
Grocer
Super Market
Railway Station/Bus
Stop
Members in the family who consume chips
0
2
4
6
8
10
12
Children Parents Grand Parents All
55%
20%
0%
25%
Most important factor while buying chips
25%
60%
0%
15%
Cost
Taste
Packaging
Quantity
Market Structure
Market leader
Frito lay with maximum share of more than 50%.

Market Challenger
ITCs Bingo posing threats to all the chips and wafer
making companies

Market Follower
Balaji and local players such as yellow diamonds,
and other un-organised offerings.

Market Nicher
Parle Monacos smart chips-Niche of more health
conscious.
Market Segmentation-
Demographic
Age 3 to 50 years
Geographic Pan India
Segmentation by Occasions
Special offers during festive seasons
Combinations of 2 or more products

Festivals that we will target are:
Diwali
Ganesh chaturti
Durga puja
Navratri
Christmas
Product Mix
PEPSICO
INDIA
BEVERAGES
7UP
MIRINDA
DEW
DUKES
AQUAFINA
GATORADE
NIMBOOZ
FOOD
ALIVA
CHEETOS
KURKURE
LAYS
QUAKER OATS

UNCLE CHIPS

CHIPS
POTATO
CREAM N
ONION
MASALA
MASTI
TANGY
TOMATO
LIME N
CHILLY
PLAIN
SALTED
BANANA
CHEESE
BALLS
Product Line
Product
Line
Length
Product
Depth
Variants
Uncle
Chips
Chips
Potato
Chips
Banana
Chips
Cheese
Balls
Plain Salted
Tangy
Tomato
Masala
Masti
Cream and
Onion
Lime and
Chilly
Size and weight of
package :
Small
Medium
Large
Pringle Size
Weight in
grams
20
gms
45
gms
75
gms
150
gms
Ingredients: Masala Masti

NUTRITIONAL INFORMATION
(APPROX.):
Per 75g Per (20g)

Energy kcal 406 109
Protein g 4.90 1.33
Carbohydrate g 40.43 10.8
Sugars* g 2.85 0.73
Fat g 25.15 0.67
Sodium mg 675 180
Ingredients:

Potato
Edible Vegetable Oil
Spices (Chilli Powder,
Tamarind Powder, Garam
Masala, Fennel Powder,
Cumin powder, Onion
Powder, Ginger Powder)
Milk Solids
Jaggery Salt
Sugar
Tartaric Acids
Lactic Acid
Price
Cost Analysis
Product
Cost
Advertisement
Cost
Sr. No. Size Quantity (in
grams)
Price (in Rs.)
for FRIED
Price (in Rs.)
for BAKED
Price (in
Rs.) for Zip-
Lock
1. Small size 20 05.00 7.00 -
2. Medium 45 10.00 12.00 15.00
3. Large 75 20.00 22.00 29.00
4. Pringle 150 120.00 122.00 -
Special family pack
Sr. No. Product Quantity Cost (inRs.)
1. 500 mL Pepsi Bottle 2 30 X 2= 60
2. Pringle Sized Pack 1 1 X 120 = 120
3. Medium sized pack of Chips (Fried) 5 5 X 10 = 50
4. Medium sized pack of Cheese Balls 2 2 X 10 = 20
Total 250
Product Cost breakdown
(Fried chips)in Rs
Size Cost Margin C&F Distributor Retailer MRP
Small 2 1 0.4 0.6 1 5
Medium 4 2 0.7 1.3 2 10
Large 7.3 7 1.6 2.1 2.5 20
Pringle 24 39 9 19 29 122
Product Cost breakdown
(Baked chips)in Rs
Size Cost Margin C&F Distributor Retailer MRP
Small 3.5 1.5 0.4 0.6 1 7
Medium 6 2.6 0.7 1 1.7 12
Large 8 7.7 1.2 1.2 3 22
Pringle 25 39 9 9 30 122
Place
Delhi Manufacturing
Unit
25 C & F Agents
700
Distributors/Wholesalers
Retailers
Mumbai Manufacturing
Unit
25 C & F Agents
375
Distributors/Wholesalers
Retailers
E Selling

Once our product acquires a good market position,
products could also be ordered through official
website of pepsico and indiamart.com

Enable people residing abroad to send Uncle Chips
gift packs to specified locations in India

Promotion
Television
Internet
Radio
Cost of Film Making:-
The cost of making a TV advertisement is explained
in the following figures:


Cost (in )
Equipment 20,000
Crew 60,000
Production 1,00,000
Misc. 60,000
TOTAL 2,40,000
Cost of Advertisement
Television
Channel Time slot Frequency (per hr) Cost (in Rs)
Pogo
Hungama
CN
Disney
12.30 to 2.30 pm
5 to 7.00 pm
8 20,000 X 32/day
X 15 days
= 96,00,000
Sab Tv 8 to 11.00 pm 8 1,40,000 X
24/day X 15 days
=5,04,00,000
Star Plus 8 to 11.00 pm 8 5,00,000 X
24/day X 15
=18,00,00,000
TOTAL 24,00,00,000
Cost of Radio Advertisements
(Mumbai)
Channel Time Slot Frequency Cost(in Rs)
Radio Mirchi 9am to 11.30 am
6.30 pm to 9 pm
25 7000 X 25/day X 15

Radio City 9am to 11.30 am
6.30 pm to 9 pm

25 7000 X 25/day X 15


Total 52,00,000
Mascot
Cost of Mascot

1 Mascot X 2 Cities X 5 Malls X Rs 500 X 2
weekends(4 days) = Rs 20,000

Cost of free Samples

Rs 3 X 400 packets X 2 weekends (4 days) X 5 Malls
X 2 cities = Rs 48,000
Cost for Advertising on Facebook
CPM Model
160x600 sky scraper ad on the right side of
page
728x90 header ad on the top of the page
Rs 5000 X 15 days = Rs 75,000
Twitter Page
CLEAN N GREEN ENVIRONMENT
CAMPAIGN
We will ask our customers who buy any product of Uncle
Chips, to return 10 empty packets of the same and in
return they will be provided a free Toy Car